Marketing, Strategy, and The Force by Joe Winn

For the month of June, all posts will pertain to your website and how it can serve as springboard for your growth. Don’t underestimate this first impression!

“Look, there in the mural, just above the dragonfly! The wings form the Mickey ears!”

My Disney trips have always been unique. Since a young age, I was one of the Hidden Mickey hunters. If the term is new to you, that’s alright; you now count as “nearly everyone”. In a clever choice of design, Disney Imagineers added tiny Mickey Mouse ears (the three circles) into various attractions. This was part of the culture since the earliest parks, so if you look closely, every ride has at least one Hidden Mickey to find. Feel free to ask about my favorites. Right now, I’m particularly fond of the Conservation Station mural in Animal Kingdom (I’ve never seen so many in one place!).

Disney has never confirmed the existence of these Hidden Mickeys, despite the obvious evidence to the contrary. They don’t have to; I know they exist. In fact, an entire cottage industry of websites and books devoted to cataloging every last one speaks for itself. I was giddy when, on this past visit, while searching for a few myself, I saw a fellow couple hunting down their own. Instant bond formed. We identified a few Mickeys together, then parted ways to resume our independent journeys.

Hidden Mickeys add a layer of excitement to the parks. It’s a little thing only a small group of us recognize. Sure, millions of people pass through Spaceship Earth, but how many notice the too-perfectly-arranged coffee stains on the 1800s desk? I’ve seen it dozens of times, yet still make a point to identify it every visit. Disney and I have a special bond; just a few more of her secrets are visible.

How about your members? Most of them likely pass through your website with nary a glance at anything but that Log In To Home Banking link. Preliminary surveys of credit unions just like yours say over 90% of site visitors do nothing but log in. And you have that whole site!

Connect with members where they are. Disney put some of their Hidden Mickeys on the lines, a place you may find yourself often. Why not represent your priority services behind the log-in, along with their home banking? Just a simple banner, nothing intrusive.

I go on excursions to find new Hidden Mickeys and often find new parts of the theme park or ride I would not have seen otherwise. Give your members a reason to explore your website! A small giveaway based on collecting scavenger hunt answers throughout your site will promote new voyages. Integrate your social media team; it’s one thing to spread a hashtag on the wider Internet, another to guide members through your own products and services.

Next thing you know, we’ll be hearing about members discussing their latest Hidden CU Clues in the lobby!